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This is enough to suggest the importance of headlines. Anyone
who keys ads will be amazed at the difference. The appeals we likebest will rarely prove best, because we do not know enough people to average up their desires. So we learn on each line by experiment.
But back of all lie fixed principles. You are presenting an ad to
millions. Among them is a percentage, small or large, whom you
hope to interest. Go after that percentage and try to strike the chord that responds. If you are advertising corsets, men and children don't interest you. If you are advertising cigars, you have no use for nonsmokers.
Razors won't attract women, rouge will not interest men.
Don't think that those millions will read your ads to find out if
your product interests. They will decide at a glance - by your headline or your pictures. Address the people you seek, and them only.
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